Creating Videos With Intent – How to strategically use video content marketing
We see this all the time. Video makes up for more than 80% of the content we see on social media platforms every single day. View percentages tell us how engaged our audience in, whereas most people will watch about 10% of the video, and a very slim percentage will watch the video to the very end (100%).
One consideration a lot of marketers fail to make is the layout of the video itself. Video’s should have some or all of the following content to be effective:
- A Story
- Call to action
- Captions (SEO/Viewership)
Where the above bullet points are presented in your video is where the strategy lies. If you know that your call to action is in the final 25% of your video, than you can set up a follow-up ad in social media to target only those that watched between 75% and 100% of your video. Using this strategy, you could then serve a second video with a testimonial, or other brand-building materials to try and get folks from zero action to conversion.
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Data – How do we read the numbers, and why are these numbers important?
We are surrounded by it. Most everything that we do on a daily basis has data systems tied into it, one way or another. We utilize this information in the marketing world to make data-driven decisions on the effectiveness of a campaign. This data could be any of the following, and so much more:
Website Bounce Rate
Click-Through Rate (CTR)
Form Fill Rate
% Of Video Watched
Landing Page Visits
There are so many more examples, but these are the kinds of things that our marketing team is focused on. These key performance indicators identify how healthy a campaign is, and based on these performances, will guide us into our next strategy.
You might be thinking, none of these digital metrics apply to me. My business is a brick and mortar location and doesn’t rely on website traffic to be successful.
Trust us, we have data for you. The image below is of the dashboard of our WiFi Marketing and Data Analytics suite, powered by our partner company, Bloom Intelligence. With this dashboard, we are able to identify some key metrics in your company. Including, but not limited to, the following:
Total Passerby Traffic vs. Visitor Traffic (Visitors stay in network for 5 minutes or longer)
First Time Visitor vs. Returning Visitor Rate
First Time Visitor Return Rate
Age and Gender
So why is any of this important?
Because, when you know this information, you know what aspects of your business you should be focused on. If you’re trying to get people to come back into your business, your marketing plan should be focused on getting people to visit a 2nd, 3rd, 4th time. Use the first-time visitor return rate metric as your indicator. If you want more people in your door, use your visitor percentage rate. If you want people to spend more time on your website, focus on your landing page to get people to click around for a bit.
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How to avoid wasting money on Facebook and Google AdWords
So who likes throwing money away?
Right, we don’t either!
You wouldn’t believe how many people we do consultations for that are throwing their money away! (I did a Google Search on a local business here in Vermont, and they have a PAID Google AdWords Ad for the exact businesses name! Why would you pay for your own Google Search?!?!)
Here’s my tip. If you’re using ad dollars on Facebook or Google AdWords, please DO NOT select ANY automated processes (such as Automatic Placements in Facebook, or generate a database of keywords in Google AdWords). Take a look at the screenshots below. If you’ve never built a Facebook ad before, this will help out!
This is the FASTEST way to blow through your budget and get little to no quantifiable results. My suggestion is to keep Facebook Ad Placements to Feed Only. Google Ad Words suggestion is to download the FREE Google Chrome extension called KeyWords Everywhere. This will tell you whenever you search for something in Google how often people in your area are searching for said keyword each month, and what the bid price is.
Online Marketing – How To Get Started
You’re ready to bring your business online. What next?
We hear it a lot, and, admittedly, more than we would like to. People have this strange expectation that when you go from zero advertising online, to paid advertising, that you’re flipping a switch and money is going to just start overflowing into your business.
Digital Advertising is a business, in and of itself. In order for your marketing efforts to produce consistent results, you must supply consistent content.
So where do you get started? There are 3 basic principals to understand in order to deliver effective marketing to your audience:
- Do not make assumptions about your online audience until you have data to support your claims. The online marketplace can be much different than other business channels.
- In order for marketing to result in sales, it’s imperative that you establish a reputation and relationship with your audience. Be real. Connect with your audience by introducing people on your staff through spotlights. Show people behind the scenes footage of how your business works. Create quality content focused on humor and you’ll be golden.
- Focus on a couple of different online channels if you’re managing your online reputation yourself. If you’re good at Instagram, put your time and energy there. If Google is more your jive, then put some eggs in that basket too.
Relationships often start with a first impression. When someone is searching for a product or service, they will find it. Be sure that your website, Facebook Page, LinkedIn, Instagram (or whatever online platforms are exposed to the public) are up to date at all times. It’s often said that it is better to have no presence, rather than poor presence.
Curious about spending money on Facebook or Google? Follow this link for our two cents (you’ll need to spend a bit more than that) for these platforms here:
Capitalizing on your AdSpend with Facebook
Narrowing down your target market, why it could save you TONS of money, and still deliver the results you want. This one is fire, folks.
So you’re advertising on Facebook, and you’ve either just started, or you’re well established and have had a chance to know/grow your audience. GREAT!
Here are a few tips for you, whether you just started, or you are well established:
- Write down what you already know of your target audience. If you’re just starting out, let’s do a consultation together and we can map out a well-thought out opinion of whom to target advertising towards. If you’re well established, review all of the data collected over time, and draw conclusions based on that.
- Launch a campaign based on the information in step one. Allow enough data to accumulate in order to draw further conclusions. What I mean by this step is simple. In statistics, if you surveyed 10 people with a 10 question survey, the results likely won’t represent the majority of the population too accurately. If you surveyed 1,000, then you’ll have a better idea of the statistics. Wait until you’ve received enough information to begin to draw further conclusions on your campaign.
- Continue building on what you’re learning of your audience. If the goal is to get people to call your establishment, or fill out your form, or any other Call-To-Action (or CTA), then this step will save you a ton of money! If you find the data shows that your highest clickthrough rate (CTR) is coming from Women, as well as conversions, eliminate Men from your target audience. If you find that your CTR and Conversions (calling your business, form fill, etc.) are coming from people with income levels above the 50 percentile, target your ads so that you aren’t including the bottom 50 percentile. Apply these same principals to ALL facets of your campaign.
Here’s the Why. If you KNOW the target market that is converting at the BEST possible rate, why spend your money rolling the dice on people that are less likely to buy?Let’s chat soon about your business and how we can bring effective marketing to the table.
The Importance of Responding to Positive and Negative Feedback Online
We’ve all had our moments:
- You arrive at a restaurant you’ve never been to before. You’re greeted promptly by the host/hostess. You’re seated quickly, and the host/hostess leaves with a strong first impression. The food came out incredible, the waitstaff was on their A-Game, and you’re definitely coming back for a 2nd visit. You leave a nice review on the businesses Facebook page, their Yelp Page, or Google.
Then there’s this experience:
- You wait at the door of a restaurant you’ve never been to. You wait and wait and wait. After 30 minutes, you’re finally seated. The server doesn’t show up for another 15 minutes. The food takes forever to get to the table, and your drinks are empty. The place doesn’t even seem busy. You wonder how they stay in business, and you leave furious. Once you get home, you draft a very carefully crafted message that doesn’t include any profanities, explaining how miserable of a time you had. Oh wait…no you don’t. You write a scathing review absolutely destroying the business for such a miserable time. Not only that, but you copy/paste this review to all of their online platforms. Why wouldn’t you? You had a miserable time?
Which of these scenarios do you respond to?
You respond to both. Every. Single. Time. And you do so like a boss.
Here’s why it’s important:
#1: It shows that you’re involved with your following, positive or negative. How you choose to respond to an inquiry online shows the public how you respond to things when it’s going well, and how you handle issues or conflicts when things are going poorly. Show people that you care, either way, and it will pay you back in spades. 80% of the time someone has experience #2, they aren’t coming back. Just don’t let them continue to destroy your business without at least making an attempt to rectify the situation.
#2: It opens up the possibility of public forum discussion, which will drive your engagement numbers up. You may uncover leads, find clarity on important feedback, or even educate someone whom just wanted to read your comment or review, and change someone from a cold lead to a warm lead.
#3: It’s considered professional these days. People love to be heard. More than that, they love to be acknowledged. Acknowledge your customer base, and they’ll start putting money in your businesses pockets, even if that person doesn’t close a sale with you.
So is online reputation management important? You bet your businesses last dollar it is. Respond to your fans, do as much damage control as you can for your detractors, and deliver the best service you can online.
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The Google AdWords Strategy: How it can help, or harm, your business.
AdWords can be extremely beneficial for your business. It can fill in a gap for an SEO strategy, put your message out in front of the right audience and lead to conversions, and also earn impressions!
It can also be very costly if there are a lot of competitors budding on the same words. If your website isn’t quite up to snuff, it can lead to traffic that doesn’t convert, but still costs you link clicks. It can create costs for your business when they were searching for you in the first place.
Here are some key points to consider when investing in an AdWords strategy:
1: When are people searching for the keywords I’ve selected? Is this in a situation of emergency? Or simply research?
2: What intent do people have when searching for these words? Does this intent match your goals for your strategy?
3: Am I able to compete successfully in this market with the budget I’ve allotted?
The third piece to these key points I would consider to be the most critical. I can’t drive this point home enough.
If you don’t have a strong enough budget, DON’T begin an AdWords strategy! There are other marketing avenues to consider before going straight to Google.
If you’re ever feeling like you’re not sure how to spend your marketing dollars, please give us a call. We’d be more than happy to have a strategy session, free of charge.
The Relevance Score – What’s That?
Wait, what in the world is that? 🤨🤨🤔🤔
This is going to be a very quick breakdown as to what the relevance score is, as it relates to Facebook Advertising.
When you’re targeting a given audience, the relevance score comes into play to score how well your ad is doing versus other ads targeting that same audience. 😅😅
Confusing? Yes, but we can break this down even further, promise!
When people react to advertisements on Facebook, each reaction is either positive, or negative. Based on the volume of reactions (relative to the size of your target audience), and how they react will determine what your relevance score will be. You can have an ad performing at a score of ️1️⃣1️⃣, which is the worst, or a 🔟🔟, which is the best!
So if you create an advertisement that is absolutely hilarious, and you get tons of likes, comments, and shares, with little to no negative feedback, you’re likely to have a score of 10.
When people hide your ad, comment negatively, or bypass it altogether, your score is likely lower.
So what’s the big deal? 😴😴😴😴😴😴
When you’re advertising on Facebook, you can create your campaign so that you’re looking for a specific objective. In digital marketing, this is how we track how well our ads are doing for our clients. One objective you could have is Link Clicks (learn more, shop now, get directions, or a URL to a website).
If your relevance score is high, it will most likely cost you less money to satisfy your objective. Link clicks will be cheaper, in theory. If your score is low, it will cost you more money to get people to click, so the cost is higher.
Questions? I’m sure! Shoot me a message and I’ll be happy to answer!
The power of the post!
One of the BEST ways to make sure your post performs at it’s best! 🤔🤔🤔
👍 I can’t drive these next few points home enough folks, because I’ve been there, and I’ve done that.
Respond to your audience! If someone writes a comment, write back to them as your page! This increases the number of comments that are seen on the surface of your post. The higher the comments, the higher the likelihood that someone will click on your thread to read the comments, and see you representing your business by responding. People like to be heard, but they LOVE being acknowledged.
🌞 Use emojis! Brighten up your post a little bit. People love visuals among the text. Get creative. Add some splash! 🏄♂️🏄♂️🏄♂️
🎥 📸 Include a photo (or video)! I can’t drive this one home enough folks. Right out of the gate, if your post has a photo or a video, it is EXPONENTIALLY more likely to outperform ANY text-only post. Put something fun, or creative!
LIVE Video Broadcasting – Why it’s SO important in business
I know, I know. Being in front of the camera might not be your absolute favorite thing to do, but trust me, the reasons that we go over below might change your mind.
So what’s the big deal?
Well, it’s simple really. Establishing faces to represent your brand is used all over! Take a look at any news platform, any commercial featuring a celebrity spokesperson, or any local family-owned business. There’s a face to the name that is comfortable with reaching out to the public. So why use the LIVE features offered by platforms like Facebook or Instagram?
Because Facebook/Instagram LOVE engagement, and that’s exactly what these videos statistically do, create engagement.
So how do you get yourself in front of the camera for 5-20 minutes? By creating a basic script to follow during your presentation. The key is to be genuine during this streaming session, your fans, your community, and your business associates will thank you for it.
Some ideas for live content
Here are a few things that we’ve done here at Pioneer to get us in front of our audience:
- A Live Q&A – We answer some commonly asked questions we’ve heard along our journey, and allow the audience to ask their questions.
- Delivering Value – We debunk common myths about social media marketing, advertising, and creating lead generation strategies. Give the audience an “Ah-Ha!” moment, and it will pay you back in spades.
- Behind the Scenes – Show your audience something they otherwise wouldn’t see, such as the kitchen in a restaurant, a workplace that is otherwise hidden from public eye, or a look into your personal life (you don’t have to reveal any specific information, just connect with your audience)
- Stream Events – As a licensed Realtor, I will tour any active listings, as well as open houses, and get that on Facebook Live. This is a fantastic lead generation strategy.
After doing Live video dozens upon dozens of times, I will tell you, it gets easier! You begin to really feel out the audience, gain an understanding of how to present yourself, and appear much more composed over time. It takes practice.
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